The Influence of Green Marketing Mix Strategies on Performance of Fast Moving Consumer Goods Companies in Nairobi County

Abstract

Environmental problems are of great concern in the society today and a majority of FMCG’s are investing towards a green economy by adopting green marketing strategies in their day to day activities to improve organizational performance. It was therefore why this study sought to establish the influence of green marketing mix strategies on performance of Fast Moving Consumer Goods companies in Nairobi County. The aim of the study was to attempt to answer the questions: to what extent have FMCG’s adopted green marketing mix strategies?; and to what extent have green marketing mix strategies influenced organizational performance of FMCG’s in Nairobi County?. A descriptive cross–sectional survey was therefore used to establish the objectives of the study which were to: identify the green marketing mix strategies adopted by FMCG firms in Nairobi; and determine the influence of green marketing mix strategies on organizational performance of Fast Moving Consumer Goods companies in Nairobi County. The study population comprised 21 Fast Moving Consumer Goods companies. Primary data was collected using semi-structured questionnaires. The response rate was 71% which was 15 FMCG’s. Data was then analyzed using descriptive statistics and presented in the form of tables and charts using frequencies, mean scores, standard deviation, and percentages. The findings indicated that organizations have adopted a combination of different green marketing mix strategies with the green place strategy being adopted to a very large extent by the FMCG’s. This is due to the fact that it largely contributes to organizational performance of these organizations. Competitiveness was considered a key performance indicator with most of the organizations indicating the green marketing mix strategies influenced their competitiveness to a large extent. The green process management is also largely adopted where organizations indicated that their staff largely influences the performance of their organizations. Further results showed that green physical evidence is the least adopted strategy by FMCG’s in Nairobi County with most of them indicating that recycled or reusable furniture at the organization had a small influence on performance of the organizations. Some of the drawbacks the study faced were the fact that the study was conducted in Nairobi County alone and the researcher recommends a similar study be done on the rest of the FMCG’s in Kenya.